National Institute of Folk and Traditional Heritage in collaboration with Echo Records launched country’s first Cultural Incubation Center called “Merge Incubation Center”.
It aimed at bringing start-ups working in the cultural and creative industry along with performing arts to help them develop business models for economic empowerment.
Talking to media, Executive Director Lok Virsa Talha Ali said its vision to help youth and technology serve heritage and culture for economic development of the creative industry.
He said it was fully equipped with state of the art infrastructure that includes audio, video recording studios, concert halls and amphitheaters, NIFTH, Lok-Virsa is an ideal set-up for incubation of creative minds.
The roadmap to achieving a value chain of creative infrastructure will include incubation of start-ups, investment opportunities, content development, tech-development, e-commerce and much more,he added.
With an objective to connect the youth of Pakistan to the cultural heritage through performing arts, cultural literacy and economic empowerment, NIFTH has partnered with Echo Records which is an end-to-end platform covering the entire value chain of creative industry, to carry out its mandate.